营销策略理论与实践研究论文.doc

浅议营销策略理论与实践 附带外文翻译 毕业论文 二〇一一年月日 Journal of Consumer Marketing， 2005（7）：96-100 Marketing Customer Satisfaction R Hallowell Abstract: Customer satisfaction with a companys products or services is often seen as the key to a companys success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customerretention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction–retention relationship, and the development of a more comprehensive view of the customers quality perception. Keywords: customer；Satisfaction；Marketing First, customer satisfaction strategy is to get a modern enterprise customers, money votes magic weapon With the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the companys similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product